Yesterday, while riding in the Metro (the subway in DC) home from work, I noticed an advertisement plastered all over the wall of the car I was riding.
It was a promo for Future Weapons, a new program on Discovery Channel that is premiering on January 15 at 9 p.m.
First, I think advertising on the subway, while not new, is a great idea. You have a captive audience, the entirety of which is following the unspoken Metro rule: you do not make eye contact with people you don’t know on your commute into work. So where does everyone look? Advertisements! Brilliant!
Even more interesting however, the advertisement had a call to action: send a text message to receive more information on the program and exclusive first looks at the new show.
2006 saw a rise in the use of SMS for marketing purposes, some successful, some not. Lots of people are playing around with ways to leverage this technology without seeming too invasive.
D-Ring prediction: 2007 will see a dramatic rise in the number of organizations that are playing with SMS marking. Many of them will fail to strike a chord with consumers, but a few will succeed.
So check out Future Weapons on December 15 at 9 p.m. on Discovery Channel.
Nice done, Discovery. Your marketing worked.